Category: Marketing/Branding Strategy

The Executive 4x4 Formula

The Executive 4×4 Formula

| July 31, 2013

After a very long hiatus, I’m back . . . For nearly 20 years, I have spent every day either as an executive or around executives. I say this with love in my heart … there is one thing I’ve learned … executives are big babies: They have huge egos, want everything broken down into […]

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Marketing Strategy Flaws: Shotgun Marketing Doesn’t Work

Marketing Strategy Flaws: Shotgun Marketing Doesn’t Work

| December 8, 2010

This is the fifth and final part of a five part series which addresses the flaws inherent in an insurance-centric medical tourism/global healthcare marketing strategy: It’s an inefficient and ineffective shotgun approach to marketing. Every good marketing strategy starts with a clearly defined product and target consumer audience. The problem with relying on insurance companies […]

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The Right to be Forgotten

The Right to be Forgotten

| November 22, 2010

With the recent press over Facebook applications sharing of personal data, I thought it would be fun for my IT Strategy class to explore the double-edged sword of Internet security and privacy.  It’s a topic that directly affects them on a daily basis – whether or not they are aware of it. I was pleasantly […]

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Marketing Strategy Flaws: #4 Up-front Cost Barriers

Marketing Strategy Flaws: #4 Up-front Cost Barriers

| October 13, 2010

This is the fourth part of a five part series which addresses the flaws inherent in an insurance-centric marketing strategy. This post describes how this strategy requires significant up-front cost, including a multi-million dollar JCI certification requirement. If you ask an average U.S. healthcare consumer what JACO certification is, all you will see is blank […]

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Are Personal Websites Becoming Millennial Resumes?

Are Personal Websites Becoming Millennial Resumes?

| September 22, 2010

I’m currently teaching an IT Strategy course at a top 20 business school.  In preparation for the semester, I made the decision to have my students build a very basic website. My reasoning? Simple: In today’s business world, you have to take control of your personal brand. What’s the first thing a recruiter does when […]

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The Art of the Story: Selling Your Ideas

The Art of the Story: Selling Your Ideas

| September 21, 2010

As a 15-year consulting veteran with companies like Disney, GE, NBC/Universal, etc., one lesson has become perfectly clear: It is not the smartest person or the best idea that wins the day; it is the person who tells the best story. In a down economy, this simple lesson is amplified. With fewer resources, there are […]

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Marketing Strategy Flaws: #3 Insurance Equals Low Cost

Marketing Strategy Flaws: #3 Insurance Equals Low Cost

| September 9, 2010

This is the third part of a five part series which addresses the flaws inherent in an insurance-centric marketing strategy. This post describes how insurance companies ultimately force destinations into becoming a low-cost solution. U.S. Insurance 101 In the U.S., insurance companies wield tremendous power and use this power to drive prices unrelentingly low.  U.S. […]

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Marketing Strategy Flaws: #2 Missed Opportunities

Marketing Strategy Flaws: #2 Missed Opportunities

| September 4, 2010

This is the second part of a five part series which addresses the flaws inherent in an insurance-centric marketing strategy. Specifically, this post focuses on the tremendous market opportunities forfeited by such a myopic strategy. Insurance centricity omits the following multi-billion dollar consumer markets: Non-Insured U.S. Consumers According to the United States Congressional Budget Office, […]

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Preparing for the U.S. Consumer

Preparing for the U.S. Consumer

| September 3, 2010

Are you an international healthcare facility that is interested in attracting U.S. healthcare consumers? If so, you’ll have to do a lot more than just get JCI (Joint Commission International) certification.  You are going to have to PREPARE you facility for the most demanding and difficult global consumers. STEP 1: Identify Your Product If you […]

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Marketing Strategy Flaws: #1 PUSH vs. PULL Marketing

Marketing Strategy Flaws: #1 PUSH vs. PULL Marketing

| August 28, 2010

Introduction Why are so many destinations adopting an insurance-centric market penetration strategy? It’s because they do not understand the dynamics of the U.S. healthcare landscape and the significant flaws in this approach: It requires a “PUSH” marketing strategy in a “PULL” market It omits significantly large consumer markets (up to 30% of the total U.S. […]

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Mexico City Medical Travel Seminar

Mexico City Medical Travel Seminar

| August 13, 2010

I was recently invited to be a guest lecturer at the 1st Mexico City Medical Travel Seminar.  Following are some of my observations . . . The hospitals in Mexico City were clean and very well presented.  However, comments from the administration indicate they do not really seem to understand the medical tourism/global healthcare market, […]

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